how to build corporate culture?
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paperJam Business club ConferenceTRANSCRIPT
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How to build
a Corporate Culture?
Roger Claessens, Prof. UBI
paperJam Business Club
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CORPORATE CULTURE = SHARED VALUES & GROUP BEHAVIOUR
NORMS
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ME incorporated =
MY VALUES & MY NORMS
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We are amongst « EXPERTS »
This workshop will be a platform to share
our experience
….& get business
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Could your
neighbour introduce
YOU?
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CORPORATE CULTURE =
VISIBLE LEVEL
(BRANDING)
&
SHARED VALUES
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Which is which?
The origin of the
word
« BRANDING »
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A BRAND
But is the
cowboy
A PRO?
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WIND ?
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SUBSTANCE !
TRAVAIL DE
FOND
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WHAT DOES A BRAND MEAN?
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A BRAND HAS AN IDENTITY
What is the
PROMISE
in this
case?
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A BRAND
EQUALS
A
PROMISE
A BRAND SHOULD MATCH
EXPECTATIONS
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A BRAND COULD MATCH DREAMS
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A BRAND SHOULD BE ETHICAL
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A BRAND SHOULD BE AUTHENTIC
Authenticity is
vital as it
increases your
LEVERAGE
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A BRAND SHOULD BE RECOGNISEABLE
A BRAND IS NOT ONLY ADVERTISING 20
MARKET ?
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A BRAND IS RELATED TO A DEFINED
MARKET
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A BRAND IS RELATED TO A DEFINED
MARKET
An image
speaks a
THOUSAND
WORDS!
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A BRAND
EXPLOITS
SYMBOLISM
“ All great stories start with a white page ”
Source: AUDI
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A BRAND IS A STORY
What makes a great story?
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A BRAND IS A STORY
What makes a great story?
• Unexpected ending
• Structure
• Your hope is fulfilled
• Meaning
• Fills gaps
• Participative
• Connective
• Empathy
• Can be told over and over again
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A BRAND IS A STORY
What is YOUR corporate
culture?
How do you evaluate it?
A BRAND IS LINKED TO
CORPORATE CULTURE
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Corporate culture
Is a matter of:
people,
believes,
motivation &
attitude
A BRAND IS LINKED TO CULTURE
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“The culture of a group can be defined as:
• a pattern of shared basic assumptions learned by a
group as it solved its problems of external adaptation
and internal integration,
• which has worked well enough to be considered valid
therefore, to be taught to new members as the correct
way to perceive, think, and feel in relation to those
problems” (Source: Organisational culture and leadership, E.H.Schein)
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A BRAND IS LINKED TO CULTURE
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CORPORATE CULTURE =
VISIBLE LEVEL
(BRANDING)
&
SHARED VALUES
« Values are best
demonstrated as
opposed to talk
about it! »
Richard Hytner, Saachi &
Saatchi
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The power of values
32 What are YOUR values?
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HOW do your values contribute to
YOUR reputation & business?
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CULTURE & REPUTATION
Two sides of the coin
“It takes 20 years to build a reputation and five minutes to ruin it.
If you think about that, you'll do things
differently.” (Warren Buffett)
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What OBJECTIVES should have been reached to
build a corporate culture?
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A culture of motivation
The objectives to be reached are:
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NIKE SHOES
“NO GAMES, JUST SPORT”
A culture of listening 38
The objectives to be reached are:
• BETTER
• FASTER
• CHEAPER
• SMALLER
• SIMPLER
For instance, this PC is the
result of a constant search for
excellence:
39 A culture of excellence
The objectives to be reached are:
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In the final analysis a variety of
SKILLS will contribute as
much as your formal academic
training to your and the
organisation’s SUCCESS
REMEMBER:
The goal is to be seen as
DIFFERENT
(& BETTER)
than the others 41
Companies with a strong
reputation have a DNA
It differentiates from what
the others do.
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Assessing Your Ability
No matter what life
throws at you in a day,
always keep FOCUSED
on your goals.
« Always ask yourself
questions»
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Would YOU
love to be the
first one that
comes to mind?
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• Internet
– Website
– Static content
– 1 webmaster
– Yearly content update
– One to one
– One to many
• Forum - Blog
• Wiki
– Dynamic content
– Community
– Continuous update
• Social networks
– Collaborative content
– Many to many communication
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Website
Blog
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“The rise of social media makes it more
important than ever to get the branding
fundamentals right”
“You do not need to rewrite the marketing
playbook but to exploit social media
opportunities while keeping an
UNWAVERING FOCUS on meeting the
customers’ needs”
HBR Dec, 2010
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Key words mentioned today
Home work
Promise
Expectations
Dreams
Ethics
Profile
Market
Image
Goals
Motivation
Culture
Perception
Attitude
Reputation
Communication
Story
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ACTION
1. Fix a meeting with you in your agenda on a regular
basis
2. Act as if you are rowing with a large team even if you
are only a few
3. Have goals and performance evaluations even if you
are a ME incorporated
4. Have the PC- development approach: faster, better,
simpler, cheaper!
5. Give yourself a tap on the shoulder occasionally
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www.europa.eu
www.economist.com
www.connectwiththeeuropeans.eu
www.wikipedea.com
www.marketingmagazine.co.uk
www.cim.co.uk
www.amazon.co
www.ec.europa.eu
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« Corporate reputations, branding and HR », G.Martin & S.Hetrick, BH,2006
« Corporate communication »,J.Cornelissen, Sage, 2008
« Growing brand loyalty », R. Evans, Lafferty, 1997
« The black swan », N.Taleb, Pinguin 2007
« Marketing management » Kotler, Dubois, Publi Union, 2000
« eBrands », Phil Carpenter, Harvard School Press, 2001
« Organisational culture and leadership », Edgar H, Schein, Jossey-Bass, 2010
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